, Columnist
Nike’s Risky Stand on Kaepernick Was a Win
One year later, it’s clear that neither the brand nor the company has suffered any ill effects.
The face that launched a thousand tweets.
Photographer: Justin Sullivan/Getty ImagesThis article is for subscribers only.
A year ago this week, Nike Inc. inserted itself into a smoldering cultural and political controversy: It unveiled an advertising campaign celebrating Colin Kaepernick, the former NFL player who had protested police treatment of African-Americans by kneeling during the national anthem.
Almost immediately, there were social media rumblings about a Nike boycott and chatter about whether the ad was a mistake. President Donald Trump said at the time that the athletic apparel giant sent “a terrible message” with the ad, prompting speculation about the potential for a shopper backlash.